MARKETING PLANNING AND STRATEGY (BME-214934)

This is a capstone course for students with concentrations in Marketing. Students are expected to integrate their knowledge from their prior studies and work experiences in this course. It is strongly recommended that students undertake this study as the last in their concentration. The course is not recommended as an elective for students with concentrations other than Marketing.

Students will analyze real marketing situations and propose sound solutions to marketing problems by designing and implementing market-driven strategies, with a clear emphasis on strategic analysis, marketing planning and implementation. The course is writing intensive; students will be expected to write short and longer case study reports and must be comfortable working at the upper-level in terms of reading, writing and research skills. It is expected that students are experienced in finding and appropriately using professional and scholarly marketing literature (in addition to the assigned text).

Prerequisites: Principles of Marketing, Introductory Psychology, Statistics, Consumer Behavior, Marketing Communications, Marketing Research or equivalents. Prior course work in International Marketing and Marketing Ethics would also be helpful. Before attempting this study, students should undertake an intensive review of their prerequisite knowledge and skills and consult with their mentors and the instructor.